In China, China's air conditioning brands are generally strong, accounting for nearly Jiucheng market share, and the top five markets are Chinese brands.But out of the country, the competitiveness of China's air-conditioning brand is clearly insufficient.the Thai market statistics show that in the top 10 Among the air conditioning brands, Haier, the Chinese brand, is the only one listed on the list and has become the mainstream appliance brand in Thailand on the same stage with Japan and South Korea's brands. Haier's market performance in Thailand once again exemplifies the status of globalization.
From the TOP10 rankings, Daikin, Samsung, LG, Mitsubishi Electric and other air-conditioning brands in Japan and South Korea have built factories in Thailand, localized roots, while in the Chinese brand, only Haier has a factory in Thailand to achieve trinity localization, and other China's air-conditioning business is still a large number of OEM export-oriented, a small amount of sales of own brands can be said that Haier is the most thoroughly global brand in China's home appliance business.
Thailand Air Conditioner TOP10 China only Haier list
Data show that Thailand accounts for 20% of Southeast Asia's air-conditioning capacity, is the second largest air-conditioning market in Southeast Asia, but also the world's second largest producer and exporter of air-conditioning .Therefore, all national brands into Southeast Asia market, will pre-empt the Thai market. Japan and South Korea brand monopoly for 40 years, not only to build local chemical plant, while the audience to accept a higher degree.
As a latecomer, Chinese home appliance enterprises into the Thai market is difficult.Under the localization of manufacturing, if the main flagship brand, Chinese companies need to start from 0, to build a sound sales and marketing network, the localization of the service team. The status quo of the market is that Chinese brands have a low level of awareness and do not have the appropriate channels and service support to build factories. It is very difficult for them to form sales scale in the local market. It seems that some Chinese enterprises do not think it is wise.
Their usual way is to export a brand instead of creating a brand. Although the export of each brand is the same, the share of self-owned brand is as small as negligible, and is classified as others in the brand share of the Thai market. As a result, Chinese home appliances are very hot in the domestic market, but hard to find a figure in other countries. Export labels have not brought about a rise in brand awareness and have long formed a vicious circle of "not going out." But what is certain is that with the products Different exports, the brand 'going out' is a strategic investment in China's household electrical appliance enterprises, all enterprises must start from 0, although the branding of this brand difficult, but to endure loneliness, and slowly train to the right direction .
Haier air-conditioning is the most difficult choice of the road to the brand. In 2002 the first export of Thailand, 'Haier brand' to develop this new market, built in 2009 Thai air-conditioning factory, build a perfect localization of R & D, manufacturing, marketing trinity System.Different ways bring different market results, Haier air conditioners from the first few product models to household, commercial products, is the only way to break the Japanese-Korean monopoly, boarded the list of China's own brand faces.
December 19, Haier air conditioning Chuangpai action has a new action in Bangkok, from Vietnam, Malaysia, the Philippines and other Southeast Asian countries more than 700 dealers and partners to participate in the Pan-Southeast Asian Haier air-conditioning distributor meeting, witnessed Haier air-conditioning from Southeast Asia's exports Chui Weng Foon, a Malaysian distributor, said, 'It's almost impossible to know how many Chinese air conditioning brands would want to gather hundreds of customers a few years ago.'
'One-on-one' let Haier have the exclusive name 'T-Haier'!
In Thailand, Haier air conditioners have been approved by local users and customers through local-based manufacturing, localized R & D, and localized marketing based on the interaction with users, so that with one Thailand's exclusive name - 'T-Haier (Thailand Haier)'.
In 2010, Haier air conditioners put forward the 'Three-year Warranty' in Thailand, making Thai consumers realize that 'Haier is a quality guaranteed brand.' At that time, the Thai market, including Japan and South Korea brands, also promised only one year warranty .This innovation not only Subvert the Thai people's awareness, but also to stimulate peer follow-up, forcing product quality and service standards.
Compared with Japan and South Korea by a single product model to enter the Thai market compared to Haier air conditioning for local users to provide a differentiated solution.In 2013 or so, a Japanese refrigerator for a color can be sold in the Thai market five or six years Now, Haier is the full range of launch on the Thai market, high-end transformation also achieved initial success, from the past popular product upgrades to the frequency of self-cleaning, Yun Ding new living room air conditioners, maglev, etc. Haier smart home air solutions. Listed in Thailand, but also comprehensive promotion in Southeast Asia.An interesting phenomenon also explained that in addition to Haier other Chinese brands to enter the market in Thailand is very small because of the shortage of energy in Thailand, the local requirements of imported products must be 5-star energy efficiency rating , But in line with the Chinese brand and product model is not much.And Haier full range of inverter air conditioner to achieve the 5-star requirements of the advantages make it able to ease the Thai market.
In Bintang Buri Industrial Park in Thailand, Haier is also the only Chinese home appliance brand, which is to quickly meet the market demand in Thailand, the Middle East and other areas to provide differentiated solutions, so Haier built a factory also built the only central air-conditioning DCS training room and air-conditioning laboratory.At present, Haier air conditioning has two major manufacturing bases in Thailand and Vietnam, two large air-conditioning research and development laboratories and eight marketing channels to fully cover the Southeast Asian market.Based on the Trinity layout, Haier air conditioner in the Thai market China's own brand first, Haier and AQUA dual brand in the Southeast Asian market ranked first Chinese-funded brands.
In addition to Thailand, Haier air conditioners have also shown global transcripts, achieving the market first place in Russia, Cyprus, Malta, Pakistan and other countries, becoming No.1 in China's own brands in India, Thailand and the United States, becoming the global interconnected air conditioner The champion for China's home appliance business has set a 'brand-name model.'